Cambridge English Business Benchmark Progress Tests Upperint

PROGRESS TESTS With KEYS

2011

CEF

B1 – C1

Progress Tests Teacher’s Guide Aim of the online test material The progress tests provide teachers with a useful resource of testing material. They can be used to assess the learners’ acquisition of language items taught in the Business Benchmark coursebooks.

Availability The progress tests are available through our website as downloadable pdf files with accompanying MP3 files for the Listening tasks. The tests can be copied and distributed to each learner and taken in class time.

Content of the progress tests The progress tests cover the three levels: Pre-Intermediate − Intermediate; Upper Intermediate; Advanced

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There are 8 tests per level as follows:

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Progress Test 1 covers Units 1−4 Progress Test 2 covers Units 5−8 Progress Test 3 covers Units 9−12 Mid-Course test 3 covers Units 1−12 Progress Test 4 covers Units 13−16 Progress Test 5 covers Units 17−20 Progress Test 6 covers Units 21−24 End of Course Test covers Units 1−24.

Language content Each progress test consists of scored exercises to cover Listening, Reading, Writing, Vocabulary and Grammar, focusing on the language content of the four units in question.

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The Mid-Course Test covers the same language skills, Vocabulary and Grammar as the progress tests but focuses on the content of Units 1−12 of the coursebook.

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The End of Course Test covers the same skills, Vocabulary and Grammar but tests the language items in Units 1−24.

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Length Each progress test should take a learner one hour to complete.

Marks The tests are designed for quick marking with the provided Answer Key (available on the website as a separate pdf file).

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Each progress test has a total mark of 60. The mark allocated for each task is indicated by the lozenge in the right hand margin of the test. There is additional space in the lozenge for the teacher to insert a score.

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© Cambridge University Press 2011

Business Benchmark Progress Tests Teacher’s Guide

1

CEF

B1 – C1

Information about each section Listening The duration of the Listening section is approximately 10 minutes for each level and consists of 1 audio recording, approximately 2−5 minutes (depending on level) as follows:

Pre-Intermediate – Intermediate: approximately 2−2.5 minutes

Intermediate: approximately 3−4 minutes

Advanced: approximately 4.5−5 minutes

Content 1 or 2 tasks. Task types include multiple choice, multiple matching and sentence completion.

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The extracts are either a dialogue or a monologue and include conversations, interviews, telephone calls, talks, documentary features etc. They are all set in a business context which reflects the topic(s) of the unit(s).

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The tasks test the key skills of listening for gist and specific information. They test learners’ understanding of attitudes, opinions etc. (depending on level).

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The extract is heard twice. Where the exercise is split into two tasks the first part of the extract is played and repeated and then the second part is played and repeated.

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An audioscript is available on the website in the accompanying Answer Key file.

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Reading The duration of the Reading section is approximately 10−12 minutes for each level. Content 1 text which may be taken from a range of text types: reviews, articles and reports. All texts are set in a business context and relate to the topic(s) of the unit(s).

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1 or 2 tasks. Task types include multiple choice, multiple matching and sentence completion.

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The tasks test the key skills of reading: skimming and scanning. They test learners’ understanding of gist, attitude, opinion, agreement, purpose, detail, etc. (depending on level).

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Grammar and Vocabulary The duration of each of these sections is approximately 10 minutes for each level and reflects what has been covered in the units. Content 1 or 2 tasks. Task types include multiple choice, gap fill, sentence completion, word formation, etc.

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Tasks may be based on individual sentences or continuous text.

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The tasks test the key grammar and vocabulary of the unit(s).

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Writing The duration of the Writing section is approximately 15−20 minutes for each level. Content 1 task. The type of writing tested ranges from a letter/email/ memo (lower levels) to a proposal or report (higher level).

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A business-related context/scenario is given and reflects what has been covered in the units. 3 or 4 prompts are given indicating what to include in the task. Learners base their writing on the given scenario and prompts.

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Length Pre-Intermediate – Intermediate: 60−80 words

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Upper Intermediate: 80−100 words

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Advanced level: 120−150 words.

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A sample answer is included in the accompanying Answer Key and is an example of a very good answer

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2

CEF

B1 – C1

Marking The Writing task carries a total score of 10. The following Writing mark scheme will help teachers to be objective in their marking. The mark scheme should be interpreted according to the level of the progress test. General Mark Scheme

Mark

Task achievement

Range

Organisation

Register

Accuracy

Have all the prompts in the task been addressed?

Is there a wide variety of vocabulary and grammar structures?

Are ideas expressed clearly and connected effectively?

Is the style and level of formality appropriate?

Is the language grammatically correct?

5

All content points in the task covered without difficulty

A wide variety of structures and appropriate vocabulary used

Ideas expressed clearly and effectively, using linkers

The style and level of formality is consistently appropriate

Very few grammatical errors

4

Most of the task completed without difficulty

Some elements of 3 and some of 5




3

Task completed with occasional difficulty

A variety of structures used, with some inappropriate or repetitive language used

Ideas usually expressed clearly and effectively using linkers but sometimes errors make meaning unclear

Meaning is generally clear, but language is not consistently appropriate

Grammatical errors are frequent but rarely impair communication

2

Frequent difficulties prevented task completion





1

Writing sample too short to assess





Answer Key An accompanying Answer Key is available on the website for each test. It includes the audioscript and answer key section.

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3

Progress Test 1

Units 1–4

Name Class

UPPER-INTERMEDIATE

Date

Listening Listen to two managers, Caroline and Jason, talking about arrangements for interviewing candidates for a job. For questions 1−8, write one or two words or a number in the gap. You will hear the recording twice.

Example: Caroline returned from her trip 1 2 3 4 5 6 7 8

this morning

.

. Caroline has already received the candidates’ The purpose of the meeting tomorrow morning is to on the candidates. A few changes have been made to the which candidates carry out prior to the interview. The interviews will be held in the room next to the . Mr Fraser’s interview will take place at . At 11:30 Jason plans to talk with the . Candidates will only be given a tour of the building if they are . Jason and Caroline will discuss the outcome of the interviews on Wednesday at

. 8

Reading Read the article about company inductions and complete questions 1−6.

WELCOMING NEW EMPLOYEES

A common tool for induction is the information pack but according to Natalia Santoro, a human resources consultant, this does not work well. Employees want to meet people, and ask questions and this ‘one size fits all’ approach is becoming old fashioned. It fails to take into account the different concerns of recruits who are changing career, for example, compared with those who have arrived from a similar post. Allocating an existing member of staff as a workmate or ‘buddy’ is a good way to supplement the standardised package. Presentations from senior managers can be rather hyped up and do not always give recruits an accurate idea of what the day-to-day work in the company will be like. Buddies offer a more matter-of-fact view, although, of course they should still accentuate the positive. Some companies go further by encouraging new employees to support each other. At Morgan Stanley, for example, email groups are set up so that new recruits at different branches can keep in touch.

Natalia Santoro also emphasises the importance of gathering data from new employees. At many companies, such as Fairburn Private Bank, recruits meet with the managing director at the end of the induction. Sometimes this process may plug any remaining gaps in their knowledge. More importantly, their feedback should ensure that the induction package is suitably revised for the next intake, a vital process in today’s rapidly changing world. PHOTOCOPIABLE


Business Benchmark Upper-Intermediate Units 1–4

UNITS 1–4

It goes without saying that one purpose of induction is to make the new member of staff feel welcome. At Google, for example, a welcome balloon is tied to new employees’ desks, something which is not just a fun gesture but also reminds everyone where the new people will sit. Companies may also offer gifts; Google gives their new recruits £100 to spend in the company shop and Innocent Drinks provides them with a hamper of tasty treats.

UPPER-INTERMEDIATE PROGRESS TEST 1

Companies spend large amounts of money on finding the right person for the job. But all too often this effort is undermined by failing to give new employees an effective induction, which has a direct effect on staff retention.

1

For questions 1−3, decide which company each statement refers to. Write A, B, C or D. You may use any letter more than once. There is one letter you will not need.

Example: They give new recruits money to spend on company products. B A Morgan Stanley B Google C Innocent Drinks D Fairburn Private Bank 1 They allow new recruits to network with each other. 2 They give new recruits items of food as a welcoming present. 3 They help employees to locate a new recruit’s workstation.

3

For questions 4−6, choose the correct answer (A, B or C). 4 Natalia Santoro does not favour information packs because A only a few people are involved in putting them together. B they do not deal with individuals’ specific needs. C employees often find them boring to read. 5 In paragraph 3, the main point about presentations from senior management is that A they can create unrealistic expectations. B they are not always held at the best time. C they repeat facts already given in the information pack. 6 According to Natalia Santoro, the main purpose of meeting with management after induction is A to gather data on the new recruit’s performance. B to keep the induction package up to date. C to answer any further questions the new recruit may have.

3

Grammar

hard impressive casually high far theoretical late easy strong

Example: Of all the applications, I think Marta’s is the

strongest

.

8

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UNITS 1–4

. 1 In my last place of work I had to wear a suit but here I can dress 2 This is the CV I have seen in a very long time. 3 The emphasis on our course is on learning practical skills, whereas other courses are usually . 4 It seems to me that some secretaries work than their bosses even though they’re paid less. 5 The way to contact me is by email because I check it every day. 6 What is the qualification you can have in the field of computing and IT? 7 The problem with working in this new branch is that it’s much from where I live so I get home much in the evenings.


For questions 1−7, complete the sentences with a comparative or superlative form of one of the adjectives or adverbs in the box.

2

For questions 8−15, complete the extract from a letter by putting the verbs in brackets in the correct form, either simple past or present perfect.

attended You will see from my CV that I (0) (attend) the University Of Brussels (graduate) in 2006 with a degree in history and politics. After and (8) (join) Amtel where I (10) leaving university I (9) (work) since 2007 as assistant marketing manager. During this time, I (11) (attend) a number of internal courses on various aspects of marketing and in March 2010, I (run) a workshop on brand management for new recruits at my (12) (be) very well received. branch of Amtel, which (13) Recently I (14) (develop) a strong interest in public relations and am now seeking to move into a post where I can take this further. My post at Amtel involves (gain) working closely with the public relations department and I (15) considerable experience of this field. I believe that the advertised post would offer me the opportunity to pursue this interest. 8 For questions 16−20, rewrite the questions starting with the words given.

Example: How long have you worked here?

Could I ask

how long you have worked here ?

5

Vocabulary For questions 1−15, choose the correct answer (A, B, C or D) to complete the sentence.

Example: Most applicants are anxious to move up the career

C

as fast as possible.

A stairs B lift C ladder D slope

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UNITS 1–4

experience as well. 1 The training does not just deal with theory but you get a fair amount of A hands-off B handover C hands-on D handout 2 He had no formal management training but just came up through the . A levels B ranks C classes D steps 3 The training course will basic bookkeeping and financial terminology. A cover B deal C learn D acquire 4 A knowledge of theory is necessary of course but it needs to be up by practical experience. A fronted B held C backed D stood 5 Our training courses are especially effective because they are for your specific group. A home-made B made-up C tailor-made D made-to-order


16 Why do you want to go on this course? I’d like you to tell me ? 17 Why have you decided to resign? Could you tell me ? 18 When did you first realise this was the career for you? I wonder ? 19 Have you done any extra hours this month? Could I ask ? 20 When will you be paid? Do you know ?

3

6 He was very kind and went out of his to help me with the research. A road B direction C route D way 7 Is the training course funded or will we have to pay part of the fees? A absolutely B fully C extremely D perfectly 8 The college attracts some of the best trainers and has a great record of success. A path B trail C track D street 9 If you can delegate some of these tasks to other people, that will ease your . A workload B workforce C workout D workshop 10 He was Finance Manager for five years until Mr Barnes took the position. A off B out C over D to 11 I enjoy most things about my job, and I get a company car, which is an added . A gift B reward C bonus D grant 12 As well as being an IT consultant, he has worked in systems development. A considerably B significantly C greatly D extensively 13 The important selling of this phone is its size; it will fit into the palm of your hand. A aspect B spot C point D item 14 One moment, please; I’m just up your details on the computer screen. A taking B finding C lifting D bringing 15 I’m just going to put you on while I speak to someone here in the office. A hold B wait C pause D stay

15

Writing You have recently seen an advertisement for a training course which you think would be useful for some members of your department. Write an email to your company’s training manager. In your email: • say what the course is • explain how it would benefit members of your department • ask if the company would be willing to fund them.

10 Total

60


Write 80−100 words in the box below.

UNITS 1–4

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4

AUDIOSCRIPT Jason:

Hi Caroline, it’s Jason.

Caroline:

Oh hello, Jason.

Jason:

How was your trip to France?

Caroline:

Oh fine, yes, it all went well. I just got back this morning. Are you phoning about the interviews tomorrow?

Jason:

Caroline:

That’s right. I’m sorry to phone you at home like this but there are one or two things we need to sort out. Have you had a chance to look at those application forms I sent you? Yes. I got the email and read through them all this afternoon. It looks as if there are some good candidates there.

Jason:

Mm. I think we should meet first thing tomorrow morning and just look at them together. I’ve written a few notes on the candidates.

Caroline:

Yes, so have I.

Jason:

Good, so I think we need to use that time before we start tomorrow to just compare notes. All the other paperwork is ready. I’ve got our copies of the scoring sheet. It’s the same one that we’ve used before, isn’t it?

Jason:

Yes, exactly the same format. We have made one or two changes to the writing task that candidates do beforehand but nothing major. You’ll see tomorrow.

Caroline:

Where are the interviews going to be?

Jason:

Well, I wanted to have the interview room that we’ve used before but it’s in a bit of a mess at the moment. The refurbishment is still going on and they’re using it to store some of the furniture, so we’ll use the little room beside the boardroom instead. It’s a bit small.

Jason:

I think it will be OK. Another thing I wanted to tell you is that there’s one candidate who asked to change his time. That’s Mark Fraser.

Caroline:

What was the reason?

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Caroline:

So, where are we fitting him in now?

Jason:

I’ve created a new slot right at the end of the day at 4:30. He said he could get here by 2 o’clock, but I think the traffic might be quite heavy so I thought it was best to play safe.

Caroline:

Well, I see his original time was 11:30, so what’s happening then?

Jason:

We’ll just take a break then. These things often overrun so it’s useful to build in some extra time. And I’ll go down and check with the receptionist then just to make sure that no one else has phoned in because other people might find the transport is disrupted as well.

Caroline:

And are we going to give the candidates a tour of the office?

Jason:

No, there isn’t time. And the thing is, the purpose of the interviews is really just to narrow it down. I doubt if there’ll be just one obvious candidate. If we can just decide on two or three to be shortlisted, then we’ll give them tours after the second interview.

Caroline:

OK.

Jason:

And now I’ve got you on the phone, can we fix a time for after the interviews to discuss which candidates should go forward?

Caroline:

Do you want to do it tomorrow at 5:30?

Jason:

It might be better to leave it to the next day. It’s useful to sleep on it. How about Wednesday at 10:00?

Caroline:

Can we make it 10:30? I’ll still be catching up on the backlog of work from last week.

Jason:

OK then. So I’ll see you tomorrow at 9. That’ll give us 30 or 40 minutes to prepare.

Caroline:

OK see you then.


UNITS 1–4

Caroline:

It’s not his fault. He’s coming down from Manchester and apparently there’s a train strike. He still thinks he can make it but he’ll have to come by car now.

UPPER-INTERMEDIATE PROGRESS TEST 1 KEY

Caroline:

Jason:

1

ANSWER KEY Listening

Vocabulary

1 application forms 2 compare notes 3 writing task 4 boardroom 5 4:30 6 receptionist 7 shortlisted 8 10:30

1 C 2 B 3 A 4 C 5 C 6 D 7 B 8 C 9 A 10 C 11 C 12 D 13 C 14 D 15 A

Reading 1 A 2 C 3 B 4 B 5 A 6 B

Writing: sample answer

Grammar 1 more casually 2 most impressive 3 more theoretical 4 harder 5 easiest 6 highest 7 further/farther, later

I have seen an advertisement on our trainers’ website for a course in persuasion skills in selling. I think this would be useful for some of the junior members of my department who haven’t had much experience in dealing with new customers face to face or in giving pitches. We really need more staff to go out and find new clients so is there any chance we could provide funding for three people to attend this course this financial year? Thanks Janice

16 why you want to go on this course 17 why you have decided to resign 18 when you first realised this was the career for you 19 if you have done any extra hours this month 20 when you will be paid


8 graduated 9 joined 10 have worked 11 have attended 12 ran 13 was 14 have developed 15 have gained

Dear Paul

UNITS 1–4

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2

Progress Test 2

Units 5–8

Name

UPPER-INTERMEDIATE

Class

Date

Listening You will hear five people giving advice about successful selling. For questions 1−4, decide which piece of advice each speaker gives. Write one letter (A−G). There are two letters you will not need. You will hear the recording twice.

Example: Speaker 0:

F

A B C D E F G

Use different language to suit different customers. Give customers an incentive to contact you. Keep up-to-date with changes in your products. Watch and imitate other successful salespeople. Speak directly to the person who makes the decisions. Use other satisfied customers as a reference. Maintain contact with potential customers.

1 2 3 4

Speaker 1 Speaker 2 Speaker 3 Speaker 4

4

4


For questions 5−8, listen to Speaker 5 and complete the sentences. Write one to three words in each gap. You will hear the recording twice. 5 Phone the customer the day after the goods are due to arrive to check there have been no problems with . 6 A good way to check the customer is satisfied is to have a/an . 7 It is probably best if customer surveys are carried out by a/an . 8 If you have a number of local customers, it is useful to set up a/an .

UNITS 5–8

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1

Reading Read the article about brand image and complete questions 1−6.

THE WRONG CUSTOMERS Companies spend large amounts of money researching target markets and developing their brand image but once a product has entered the marketplace, the unexpected can happen. The company’s advertising may target one type of user, but this might not match the people actually seen with the brand. A recent example of this occurred with Burberry, the clothing label. (0) C Clashes of this kind are not easy to manage. Occasionally the company may try to welcome Most companies the unexpected customers by changing the brand’s image. (1) are not willing to risk their whole product range like this. Another strategy is to raise the This last solution was adopted by prices in order to discourage unwanted users. (2) Burberry when they stopped selling their baseball caps. Globalisation is likely to both help and exacerbate the problem. On the one hand, a local clash might not matter much if you are selling in many different markets. But at the same time, mismatches like these are likely to become more common when a product is marketed across different societies. It is probably best for companies to anticipate the problem before it occurs. (3) Armani, for example, offers both premium and more commercial products under the same brand name. In addition, a brand needs to manage its retail outlets carefully and check Yet in spite of that the point of sale is in harmony with the product image. (4) concentrated brand management, the strangest associations can still occur. Who would have thought that Bentley, the classic luxury car, would become associated with rap artists like Jay Z, who both drives one and sings about them? In cases like this, it is probably best for the company to go with the flow and accept the association. In the case of Bentley, it has given the brand a much needed update. For questions 1−4, choose the best sentence (A−E) to fill the gaps in the text. There is one sentence you will not need.

A B C D E F

C

One way to do this is to split the brand so that different groups are targeted. However, this can have far reaching effects on everything the company sells. It was marketed as a luxury brand but became associated with working class Britons. Any stockist who does not fit this should probably be dropped. But sometimes, unwanted users may be very profitable for the company. Or they may even decide to discontinue product lines where there is this clash.

4

For questions 5 and 6, choose the correct answer (A, B or C). 5 According to the writer, what will be the effect of globalisation? A It will be easier to target the intended customers. B There will be more clashes between brand image and users. C Companies will develop products for different local markets.

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2


UNITS 5–8

6 In the last paragraph, the writer refers to Bentley to argue that A it is becoming increasingly difficult to predict who will use a product. B more and more premium brands are being adopted by younger people. C unexpected associations can sometimes be good for a brand.


Example: 0

2

Grammar For questions 1−4, complete the sentences with a/an or some in each gap.

Example: We need some better publicity for our product launch. new furniture for the reception area. 1 We really need to buy 2 Let me give you advice: there is no future in this product. 3 Making the advertisement with the rock band was experience I’ll never forget. 4 Unlike the other candidates, James has previous experience of working as a sales representative. For questions 5−8, complete the sentences by choosing the correct alternative.

Example: Very little / few / much people believed in the product at first. 5 6 7 8

I am pleased to announce that we have made some / a / any really good progress with this project. I looked at the website but there was really very little / few / many information about their products. We have been given some / a / any very large budget for advertising. 8 Do you have much / many / a more work to do or have you nearly finished?

For questions 9−14, complete the second sentence so that it has a similar meaning to the first sentence, using the word given. Write between four and six words.

Example: We can’t offer a discount unless you increase your order. ONLY We

can only offer a discount

if you increase your order.

9 The purpose of our survey was to collect data about our customers. ORDER We carried out a survey data about our customers. 10 You can’t plan effectively for the future if you don’t have a good sales forecast. THAT You need a good sales forecast plan effectively for the future.

12 The product won’t sell well if we don’t display it in the right place. UNLESS The product won’t sell well in the right place. 13 If the weather is fine, the food fair should be a great success. LONG The food fair should be a great success

fine.

14 If the mailshots are sent out on time, we should get plenty of customers. PROVIDED We should get plenty of customers out on time.

6


11 We’ll buy the new model if you offer a year’s after sales service. CONDITION We’ll buy the new model a year’s after sales service.

UNITS 5–8

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3

For questions 15−22, complete the text with the verb in brackets in either the -ing form or the infinitive.

Advertisements in newspapers and magazines are ignored by the majority of readers. This means that if you want (0) to advertise (advertise) in this way, you need (15) (create) a headline which will grab the reader’s attention and make them carry on (look) at the advertisement instead of (17) (turn) the page. It (16) seems that there are certain key words and phrases which will encourage them (do) this, like ‘unique’ and ‘first time’. As it is difficult (19) (18) (try) (predict) if a headline will be successful or not, it can often be worth (20) different headlines for the same product. Finally, it seems that there is one word in particular (include). Studies show that people are more likely which is always good (21) (read) the rest of the advertisement if the headline contains the word ‘you’. (22) 8


Example: The company has invested

C

in product development. A deeply B strongly C heavily D highly



UNITS 5–8

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by creating a Facebook page and giving free 1 The company carried out a clever marketing samples to the first 100 friends. A prank B ploy C hoax D trap 2 Studies show that many retailers are not on the new opportunities offered by the web such as e-commerce. A benefiting B exploiting C capitalising D utilising 3 Although the product has been very successful so far, we should not be . A complacent B compatible C competent D complicit 4 Many young mothers want to return to work but for some of them the costs of childcare are . A restrictive B banished C prohibitive D forbidden 5 Production costs are expected to due to the high price of raw materials. A plummet B soar C dip D plunge 6 For most shopkeepers, fell during December due to the bad weather. A receipts B takings C returns D livings 7 Polish food items are no longer a product but are starting to appear in many mainstream shops in the UK. A gap B crack C niche D corner 8 If we succeed in creating a good brand image, the product could really take . A away B up C out D off 9 If you buy in the company will offer you a much better discount. A mass B bulk C load D pile 10 It’s our high quality after sales service that gives us the over the competition. A side B blade C edge D margin 11 The new design may have value but it does not really improve the product. A novelty B invention C creation D innovation 12 The manufacturing cost may be cheap but the retailers’ is usually 50 per cent. A set-up B write-up C round-up D mark-up 13 I’ve tried to negotiate the conditions of sale but she’s to her original demands. A sticking B holding C fixing D standing 14 Tickets for the jazz festival have been selling like hot . 14 A cakes B rolls C cookies D pies

4

Writing You work for a chain of department stores. You recently attended a trade fair where you saw a product that you think your store should sell. Write an email to your purchasing department. In your email: • say when and where you saw the product • explain why you think it will sell well • give a reason why the order should be placed quickly. Write 80−100 words in the box below.

10 Total

60


UNITS 5–8

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5

AUDIOSCRIPT Speaker 0 (Example) People will always believe recommendations from friends or colleagues more easily than they’ll believe the sales person. So, if you’re selling in an organisation where you already have satisfied customers, ask one of those customers if you can use their name as someone who would recommend your product. It’s a really good way of gaining trust. Speaker 1

Remember that even if you don’t manage a sale on one occasion, it doesn’t mean that person will never become one of your customers. So, it’s important to keep the details of all the people that you meet, and stay in touch if you can. Keep up-todate with their movements, in case they move on to a new job where their requirements are different. Even ex-colleagues of yours can become customers if they move on to a new job.

Speaker 3

One of the keys to successful selling is to know who you are talking to. Your first contact might seem really interested in the product but of course they might not be controlling the budget. So, you need to find out who’s ultimately responsible for saying ‘yes’ or ‘no’ and ask to be introduced to them. And if it’s a team, try and set up a meeting that everyone can attend.

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Speaker 5

It’s much easier to keep your present customers happy than to get a customer back once you’ve lost them, so there’s a lot you need to do after the deal has been signed. It’s a good idea to contact the customer the day after the goods are supposed to arrive just to make sure everything has gone smoothly. That way, you can deal personally with any delivery problems. Then of course, you need to check that the customer is satisfied with the product, so it’s useful to set up an after-sales meeting. From time to time, you might want to carry out a bigger survey of all your customers. It’s usually best if an external organisation does this because customers are likely to be more honest that way. Or if you have a small group of locally based customers, you can get feedback by organising a focus group. Usually about six or eight people is enough.

UNITS 5–8

The most difficult part is at the beginning when you’re trying to set up that first meeting. I always remember the story of the salesman who sent out a mailshot to customers which contained parts for a model car they could build. The clever thing was that he didn’t include one of the pieces. Of course, he got loads of phone calls from potential customers asking for the missing piece, so he was able to arrange a meeting to deliver it and of course talk about the product as well. That’s the sort of ‘thinking outside the box’ that you need.

I think one mistake some sales people make is that they confuse customers by using technical terms, especially in areas like IT or financial services. It’s really important to know something about your customer’s background and copy the sort of words they use. If they’re new to this field, then avoid technical jargon and don’t give too much extra information. If they’re an expert, then fine, make sure they’re impressed by your technical knowledge.


Speaker 2

Speaker 4


1


Vocabulary

1 G 2 B 3 E 4 A 5 delivery 6 after-sales meeting 7 external organisation 8 focus group

Reading 1 B 2 F 3 A 4 D


5 B 6 C

Dear Pat

Grammar 1 some 2 some 3 an 4 some

in order to collect so that you can on condition that you offer (us) unless we display it as long as the weather is provided (that) the mailshots are sent

15 16 17 18 19 20 21 22

to create looking turning to do to predict trying to include to read

Rhys

UNITS 5–8

9 10 11 12 13 14

Last week I attended the toy fair in Frankfurt. I was really impressed with some new puzzles I saw aimed at primary school children. They are similar to traditional jigsaw puzzles but have a number of additional electronic features like flashing lights. I think they would be a really good product to have as we need to expand our range for this age group, and they looked excellent quality. They have only just come out, so could we order them for next month so that we can get them into our stores before our competitors?


5 some 6 very little 7 a 8 much

PHOTOCOPIABLE

1 B 2 C 3 A 4 C 5 B 6 B 7 C 8 D 9 B 10 C 11 A 12 D 13 A 14 A



2

Progress Test 3

Units 9–12

Name Class

UPPER-INTERMEDIATE

Date

Listening You will hear a sales manager, Steven Pitcher, presenting a product, Grafﬁacom, to a group of potential investors. For questions 1−10, write one or two words or a number in each gap to complete the sentences. You will hear the recording twice.

Example: Graffiacom is a system for making

digital displays .

cm long and The screen at the presentation is The system consists of a computer with a camera and . The first hand-held device that they designed consisted of a Until now, Graffiacom has mainly been used at . The turnover for this year is expected to be around £ . The presenters have recently signed a contract to rent out the system at a Steven Pitcher feels that the product has more than just . They have contacted over 50 art colleges as part of their . Steven Pitcher imagines that in art colleges, images will be drawn on a than a large screen. 10 Steven Pitcher feels that the product is good for encouraging 1 2 3 4 5 6 7 8 9

cm high. .

.

rather .

10

Reading Read the article about whether it is possible to train to be an entrepreneur and complete questions 1−7.

B

C

PHOTOCOPIABLE



UNITS 9–12

D


A

ENTREPRENEURS: BORN OR MADE? There is a popular idea that it takes a particular type of personality to become an entrepreneur. This is reinforced by certain stereotypes, such as the self-made captain of industry, which derives of course from the time of the industrial revolution. But if entrepreneurs are born, not made, then it seems odd that there are so many courses which aim to teach entrepreneurship. It also suggests that state funding of such courses may be misguided, as they are unlikely to increase the number of start-ups. Of course it is possible to teach practical information such as basic bookkeeping. But studies suggest that attending an entrepreneurship course has no effect on one’s ability to increase sales or the number of employees. In addition, many of the world’s most successful entrepreneurs seem to have dropped out of college early, Steve Jobs of Apple and Facebook’s founder Mark Zuckerberg to name but two. This suggests either that education is not giving them what they want or they have a type of personality which resists organised training. It is possible that learning to be an entrepreneur works best on an apprenticeship model. The best way may be to take advice from people who have made a success of their own start-up, and then begin, possibly in partnership with someone who is already a successful entrepreneur. That way, the most important skills such as dealing with customers are learnt by listening and imitation and through hard experience. It could be argued that formal training can also hone these skills through role plays and simulations. But here again, it seems likely that personality counts for more than training. Studies show that entrepreneurs, whether formally trained or not, behave differently from non-entrepreneurs in such activities. For example, they are much more willing to take risks for potentially larger profits. Given that the key quality for entrepreneurs is enthusiasm, perhaps the important thing is that they study a subject that inspires them. The process of applying this to the marketplace is something they will learn as they go along.

1

For questions 1−6, decide which section of the article the statement refers to (A, B, C or D). You may use any letter more than once.

Example: Some people are more naturally inclined to take risks than others. 1 2 3 4 5 6

D

Formal training in entrepreneurship does not help people to grow their business. Government spending on entrepreneurship training may be a waste of money. The best thing for a budding entrepreneur to study is not entrepreneurship but another subject. The best way to learn to be an entrepreneur is by seeing other entrepreneurs at work. Some common ideas about entrepreneurs have a basis in history. Some of the best entrepreneurs did not finish their formal education.

For question 7, choose the correct answer (A, B, C or D). Which of the following statements does the writer agree with? A Entrepreneurs should not spend time studying financial systems. B Entrepreneurs should only formally study a subject they feel passionate about. C The most important skills for entrepreneurship are best learnt through role plays. D Most entrepreneurs need formal training on how to assess risks.

6

1

Grammar For questions 1−8, put the verb in brackets in the correct form. Choose from present simple, past simple, present perfect, past perfect, will or would.

Example: When I

have finished

(finish) the proposal, I’ll send you a copy.

For questions 9−13, choose the correct word or phrase.

Example: The business was a great success although / despite / however it was difficult to convince investors at first. 9 There was little interest in the property although / despite / however the excellent location. 10 These stocks are a high-risk investment. Although / In spite of / On the other hand, the potential profit is enormous. 11 They started out as a small cleaning company. Although / However / Despite they expanded very rapidly over the next three years. 12 However / Although / In spite of the fierce competition, he still decided to go ahead with the idea. 13 However / Although / In spite of sales were slow at first, there was a dramatic increase in the last quarter.

PHOTOCOPIABLE



UNITS 9–12

5


(open) my own gardening centre. 1 If I had enough money, I 2 I haven’t heard from the company since we (send) them the new samples. 3 You can make over 100 cold calls before you (find) someone who is interested. 4 The purchasing manager will call you when he (read) through the brochure. 5 He only opened the new shop after he (secure) another bank loan. 6 If anyone (have) any questions, I’ll be happy to answer them at the end of the talk. 7 Please let me know as soon as the missing item (arrive). 8 8 I (be) grateful if you could send me details of your product range.

2

For questions 14−16, rewrite the sentences using one of the modal verbs in the box. There is one you do not need. ought to can might would 14 He is able to gain people’s trust very quickly. 15 I think it’s possible that there are some hidden charges. 16 It’s a good idea to keep your power point slides simple.

3


Example: Our financial requirements for starting up are relatively

B

A light B modest C soft D humble


chance of success. 1 There is so much competition that the business only has a A narrow B weak C short D slim 2 The company’s biggest is the money it owes to the mortgage provider. A legitimacy B loyalty C liability D longevity 3 He owned his own house, so he used that as the to secure the bank loan. A advantage B benefit C bonus D asset 4 Stocks and shares are risky but they can offer a very high on your investment. A return B recovery C response D reclaim 5 If you are setting up a small business, you may be eligible for a government . A handout B gift C grant D offer 6 Because of all the legal problems, the new project never got off the . A floor B ground C earth D carpet 7 The hotel is within reach of all transport links. A simple B close C easy D short 8 They claim to offer short-term loans with no hidden charges and no attached. A chains B strings C ropes D wires 9 They are working with a developer in Dubai to set up a venture for a housing project. A common B joint C united D linked 10 Distributors receive a 50% per sale on these products. A commission B compensation C competence D complement 11 I recommend that we withdraw this product from the market. A deeply B highly C intensely D strongly 12 Mintons is as one of the top ten companies to work for. A marked B scored C ranked D placed

12

UNITS 9–12

PHOTOCOPIABLE



3

For questions 13−17, complete the sentences with the most suitable verb from the box. There is one you do not need. buy into raise break into make carry out give 13 The company have been trying to the American market for some time. 14 If you want to run your own business, one option may be to a franchise. 15 A representative from the bank is coming to a presentation on their new savings scheme. 16 The product was a success even though they failed to much market research. 17 The bank refused to give me a loan so I had to the finance myself. 5

Writing You are interested in buying a franchise. You see this advertisement.

DIGIKEY Digikey Franchise Ltd is looking for prospective franchisees who can develop sales of our cutting edge biometric security locks and security systems. You will supply our range of products at a set price to customers, while enjoying excellent profit margins. For further information, contact Digikey at the address below or on [email protected] Write a letter of enquiry to Digikey. In your letter: • state your interest in becoming a franchisee • ask for details of the training they provide • enquire about help with start-up costs. Write 80−100 words in the box below.

60


10 Total

UNITS 9–12

PHOTOCOPIABLE



4

AUDIOSCRIPT Good morning, and thank you for coming. My name is Steven Pitcher and this is my partner David Young. We’re here today to tell you about our product, Graffiacom, which is a unique product with great potential and we feel it represents a really good opportunity for investment. Graffiacom is a new system for making digital images. The first thing you’ll notice, of course, is this screen behind me. The one we’ve got here is 300 cm in length and 180 cm high, but we also provide two other larger sizes. Our largest is a massive 460 cm long and 300 cm high. Or, if you prefer, you don’t even need the screen. If you have a light coloured surface like a white wall, you can just project your images onto that. For the rest of the system, we have a computer here which is linked to a camera and a projector. Then the fun part is the hand-held devices here which basically emit infra red light that you use to draw images. The first one we designed was this simple plastic rod. But we also have what we call the aerosol spray here and the water pistol, and, our most recent one, the icing gun, so that when you draw your images it feels as if you’re putting icing on a cake.

So, just to summarise, Graffiacom is a fun and unique product. It’s already proved a great hit at events but there’s a whole new market out there for its use in educational institutions. That’s why we feel it has such potential and why it’s such an attractive opportunity for investment. Now, if you have any questions, or if you’d like to come up and try out Graffiacom for yourselves, please feel free.


UNITS 9–12

PHOTOCOPIABLE


So far, most of our income has come from renting out the hardware at corporate events in the form of a fun attraction. This has been very successful and there are always loads of people who can’t wait to draw or write messages on the big screen. Turnover last year was around £105,000 and our forecast is for it to grow quite rapidly this year to around £250,000. This market still has a lot of potential and we’ve just got a contract to rent out the system next month at a music festival, so we’re broadening our appeal there. But we also think that the product has other applications. Yes, it’s fun, but there’s a whole lot more to it than just novelty value. We’ve presented our product at five or six art colleges, and we’ve been in touch with over 50 more to get information for our market research. There has been widespread interest in purchasing both the software and the hardware. And this is because, of course, you don’t have to have just one big outdoor screen like we have here. It’s possible to scale it down so that you provide everyone with a rod which you use to draw images on your personal computer, which you can then print off. And that, we feel, is where the growth potential really lies. If art colleges want it, why not primary and secondary schools? Graffiacom is an art form which can really stimulate creativity. It could be rolled out to become an integral part of art classes in any educational establishment.


1


Vocabulary

1 300, 180 2 projector 3 plastic rod 4 corporate events 5 £250,000 6 music festival 7 novelty value 8 market research 9 personal computer 10 creativity

Reading 1 B 2 A 3 D 4 C 5 A 6 B 7 B

1 D 2 C 3 D 4 A 5 C 6 B 7 C 8 B 9 B 10 A 11 D 12 C 13 14 15 16 17

break into buy into give carry out raise


Grammar

Dear Sirs,

9 despite 10 On the other hand 11 However 12 In spite of 13 Although 14 He can gain people’s trust very quickly. 15 There might be some hidden charges. 16 You ought to keep your power point slides simple.

I am writing in response to your advertisement for franchisees for Digikey. I am currently based in the North of England and am interested in the possibility of taking out a franchise with your organisation. I would be grateful if you could send me further details, particularly with regard to any training that you offer. I would also like to enquire if you can offer any financial help to cover the initial costs. I look forward to hearing from you. Yours faithfully


1 would open 2 sent 3 find 4 has read 5 had secured 6 has 7 arrives 8 would be

UNITS 9–12

PHOTOCOPIABLE



2

Progress Test 4

Units 13–16

Name Class

UPPER-INTERMEDIATE

Date

Listening You will hear five people giving advice about how to make meetings more productive. For questions 1−4, decide which piece of advice each speaker gives. Write one letter (A−F). There is one letter you will not need. You will hear the recording twice.

Example: Speaker 0:

D

A B C D E

Make sure that attendance is necessary for all participants. State the goals of the meeting clearly at the beginning. Pick the right person to lead the meeting. Make sure that people cannot use their mobile phones. Hold the meeting in a venue associated with business.

F

Make the purpose of the meeting evident from what you call it.

1 2 3 4

Speaker 1 Speaker 2 Speaker 3 Speaker 4

4

For questions 5−8, listen to Speaker 5 and complete the sentences. Write one to three words in each gap. You will hear the recording twice.

Example: To avoid wasting time, the company meetings follow very strict In addition to the chair, there is another person who acts as They display the on a screen at the front. People can see how much time is left for each item by looking at the Further informal meetings may take place during the week to decide on

.

. . . 4


5 6 7 8

time limits

UNITS 13–16

PHOTOCOPIABLE



1

Reading Read the following case studies taken from the website of an event planning consultancy and complete questions 1–6.

Client A This client runs training days for high level personnel in a number of major companies. Due to the interactive nature of the training activities, the rooms needed to be very large in comparison with the maximum number of delegates. We were able to secure a top quality location and most importantly, rooms of a suitable size with furniture that could be easily rearranged. Delegates often made their bookings at a late stage or were forced to cancel at the last minute, so we also negotiated a special cancellation policy. Client B This client was forced to cancel a training course at short notice as the trainer was unwell. A number of delegates expressed their disappointment and said they did not wish to rebook. We discussed with the client how we could limit the damage to the course’s reputation and decided to send a corporate gift to each delegate on his behalf, together with a special offer for a future course. The result was that 80% of them decided to book for the course again. Client C This client needed to arrange an event to demonstrate a piece of new technology to potential buyers. It was important that the location should reflect the cutting-edge nature of the product, so we booked a modern building and created a science-fiction theme in the main showroom. All the refreshments were served by robot waiters and to create an exciting finish, all delegates were offered a trip in a virtual spacecraft at the end of the evening. Client D This client had organised a product launch once before but felt that the event had fallen flat due to low attendance. When it came to organising a second event, he turned to us in the hope that we could create a more high-profile event and promote it more widely. We managed to obtain the help of a local celebrity to demonstrate the product and we gained the attention of several local newspapers. Of the 75 delegates targeted, 72 attended the event, which translated into considerably increased sales.

Example: The client offered delegates an experience using virtual reality. 1 2 3 4 5 6

C

This client wanted to focus especially on publicising the event well. This client dealt with people who frequently changed their plans at short notice. Changing people’s negative perceptions was important for this client. This client wanted a venue that would enhance the image of his product. Having enough space was a key consideration for this client. This client was disappointed with the outcome of a previous event.

6


For questions 1−6, decide which client the statement refers to. Write A, B, C or D. You can use any letter more than once.

UNITS 13–16

PHOTOCOPIABLE



2

Grammar For questions 1−5, complete the second sentence using a passive form so that it has a similar meaning to the first sentence.

Example: They give discounts to all their regular customers.

Discounts are given to all their regular customers.

1 They will provide welcome packs for everyone at the conference. 2 They have rejected Mr Anderson’s application for the chairmanship. 3 Thieves broke into our main workroom last night. 4 They are drawing up plans for a merger at the moment. 5 You need to send in your pay claim before the end of the month.

5 For questions 6−13, complete the second sentence so that it has a similar meaning to the first sentence using the word given. Write between three and six words.

Example: They decided to close the hotel last year WAS It

was decided to close

the hotel last year.

6 They expect the economic situation will improve next year. EXPECTED The economic situation

next year.


7 People have often said that our customers must come first. SAID It that our customers must come first. 8 According to reports, the two companies are close to reaching a deal. REPORTED The two companies to reaching a deal. 9 I couldn’t hear the chairman because he spoke very quietly. TOO The chairman spoke 10 The screen is too small for an audience of this size. BIG The screen

to hear.

for an audience of this size.

11 It is possible that the accident happened because staff were not properly trained. MIGHT The accident because staff were not properly trained.

13 Holding the meeting in the Grand Hotel was a possibility but it was too expensive. COULD They the meeting in the Grand Hotel but it was too expensive. PHOTOCOPIABLE


UNITS 13–16

12 The trip needed more careful planning than this by the management team. OUGHT The management team the trip more carefully than this.

8


3

For questions 14−18, complete the text with too, too much, too many or enough.

too I didn’t enjoy my day at the conference much. First of all the journey took (0) long because the train was delayed. The main conference room wasn’t big (14) for all the delegates, so there were a lot of people left standing at the back. The first welcome details about the sessions, which I could speech was good but then they gave (15) have found out just as well by reading the brochure. The day wasn’t very well timetabled. There time spent standing around waiting for the next session and there were was (16) thought several last minute room changes. I just don’t think they had given (17) to the organisation. I attended one interesting talk but the other two I went to were (18) basic for me so I can’t say I learnt very much. I don’t think I’ll bother next year. 5


Example: Our head of department was sick so we decided to

B

off the meeting until the following day.

A take B put C fall D give



UNITS 13–16

PHOTOCOPIABLE


that introduction a little. 1 Your report reads very well but I just want to A twitch B shift C tweak D jerk 2 A lot of our discussion centred the need to standardise the client experience. A over B in C on D about 3 Our Northern branch may well fulfil a local need but the bottom is it’s just not profitable. A side B line C row D edge 4 The whole team agreed on that decision so we can’t single one person to blame. A off B down C up D out 5 The good thing about this leaflet is that it avoids the of confusing the customer with too much information. A downfall B pitfall C shortfall D windfall 6 Training has to be directly relevant to employees’ needs or it is a waste of time. A valuable B costly C expensive D worthy 7 We have to watch our spending carefully as we are on a very budget. A close B firm C tight D thin 8 I’m sure his presentation will be a success because he’s an old at public speaking. A head B hand C brain D mind 9 There are a number of markets for biofuel technology, which would be worth exploring. A appearing B rising C emerging D revealing 10 I needed an expert to advise me so it was a real of luck that I met Diane. A stroke B twist C blow D touch 11 Would you mind the minutes of our meeting today? A noting B placing C taking D setting 12 They decided to off the board meeting because the Minister could not attend that day. A set B take C play D call 13 I have so much to do today that I think I’ll have to lunch. A jump B slide C kick D skip 14 This policy has been the of the country’s efforts to revive their manufacturing industries. A headstone B cornerstone C flagstone D grindstone 15 We need to plan carefully how we are going to into the Chinese market. A turn B break C run D pull 16 You can ask about employees’ health but you need to the question carefully. A frame B square C wrap D dress

4

17

He set to make some radical changes in the way the company was organised. A off B up C out D in 18 They decided to the help of one or two celebrities to help promote the new TV station. A enrol B enlist C endorse D enforce

18

Writing You are the regional manager of a chain of hotels. Your line manager has asked you to write a report on the performance of two of the hotels in your region. Read the information and the notes. Then complete the report below by writing the two main paragraphs. Write 80−100 words.

PERFORMANCE OF HOTELS IN CANTERBURY AND MARGATE Location

Profits Year 1

Average room occupancy Year 2

Year 1

Year 2

81%

77%

£40,000 Canterbury

£42,000

(better than expected, popular restaurant)

86% Margate

£29,000

£34,000

84%

(but big seasonal difference)

Introduction UPPER-INTERMEDIATE PROGRESS TEST 4

The aim of this report is to outline the performance of our hotels in Canterbury and Margate in the last two years. Profits

Average room occupancy

UNITS 13–16

Conclusion Our hotel in Margate has shown a significant growth in profits over the last two years. Despite the good reputation of the restaurant, our hotel in Canterbury has seen a decline in both profits and room occupancy. 10 Total

PHOTOCOPIABLE


60


5

AUDIOSCRIPT Speaker 0 (Example): One of the biggest enemies to a productive meeting is interruptions, especially people answering their mobile phones or going outside to take calls. It was such a problem in our company that now people have to hand in their phones before we start. There’s a special box by the door for them. Some people complain about it but I think it’s made a big improvement. Speaker 1:

I would say that the most important thing is that the chairperson has the right set of skills. In my experience, relatively few people do. I mean, you have to keep the goals of the meeting in mind and keep other people from going off at tangents, keep an eye on the time and deal with any conflict that might occur. It’s not easy, but I’d say a good chair is really the key to a productive meeting.

Speaker 3:

Well, there are different types of meetings and I think they become unproductive largely because people confuse them. A meeting which is intended for brainstorming ideas is just one type. But if the meeting is just for passing on information then people need to be aware of that aim and respect it, not try to start a group discussion. That’s why I think it’s good to have different titles for different sorts of meetings, like group discussion, briefing, quality circle and so on, just so that people are clear.

PHOTOCOPIABLE


Speaker 5:

Our problem used to be that meetings took up too much time, just like in so many other places of work. Our solution was to be really strict about time limits. As well as having someone who chairs the meeting, now we appoint another person whose special role is timekeeper. People are only really focussed when they can see how much still needs to be covered in a short time, so we have a big screen at the front and we project the agenda onto it. The person who’s in charge of the timekeeping sits in front of a computer and erases the points as they’re dealt with. We used to just rely on a clock on the wall for people to see how many minutes were left for each item but now we download an online stopwatch, which is much more precise. We never allow any item to overrun. If something really needs discussing further, then the chair appoints two or three people to meet informally later that week and agree on action points. Then they will feed back at the next main meeting.

UNITS 13–16

I think my advice would be to get rid of all the people who are there just because it’s their job to attend or because someone has told them to. It’s a waste of time for them and it’s a waste of time for us if they’re not really involved in what we’re discussing and they’re not up to speed. Meetings should only be for people who really need to be there, usually either because you want some kind of action or a compromise from them.

It might seem a trivial thing but I think the location has a lot to do with it. You want people to be focussed on the matter in hand, so don’t hold the meeting in a room with a wonderful view and nice comfortable chairs. It needs to be somewhere without distractions, which suggests that people are there to work. I’ve heard that in some companies they actually hold meetings in rooms without chairs so that people have to stand. Personally, I think that’s going too far but there is a sound reason for it. People shouldn’t be made to feel they’re there to take it easy.


Speaker 2:

Speaker 4:


1


Vocabulary

1 C 2 A 3 F 4 E 5 timekeeper 6 agenda 7 (online) stopwatch 8 action points

Reading 1 D 2 A 3 B 4 C 5 A 6 D

Grammar

is expected to improve has often been said are reported to be close too quietly for me is not big enough might have happened ought to have planned could have held

14 15 16 17 18

enough too many too much enough too

PHOTOCOPIABLE

Profits Our hotel in Canterbury experienced a fall in profits from £42,000 in year one to £40,000 in the following year. This, however, was a better result than expected due to the popularity of the hotel’s restaurant with the locals. In Margate, profits rose from £29,000 to £34,000. Average room occupancy Room occupancy in Canterbury fell from 81% in year one to 77% in the following year whereas in Margate it increased from 84% to 86%. The rate in Margate, however, tends to vary considerably according to the season, with occupancy being much lower in winter.

UNITS 13–16

6 7 8 9 10 11 12 13



1 Welcome packs will be provided for everyone at the conference. / Everyone at the conference will be provided with welcome packs/a welcome pack. 2 Mr Anderson’s application for the chairmanship has been rejected. 3 Our main workroom was broken into (by thieves) last night. 4 Plans for a merger are being drawn up at the moment. 5 Your pay claim needs to be sent in before the end of the month.

1 C 2 C 3 B 4 D 5 B 6 A 7 C 8 B 9 C 10 A 11 C 12 D 13 D 14 B 15 B 16 A 17 C 18 B



2

Progress Test 5

Units 17–20

Name

UPPER-INTERMEDIATE

Class

Date

Listening You will hear a professor of information technology being interviewed about data management. For questions 1−5, write one or two words in each gap to complete the sentences. You will hear the recording twice.

Example: Information technology can provide rich data on 1 2 3 4 5

customer behaviour

The customer profiles which are created are used to influence Obtaining information for customer profiles is easiest for Companies are increasingly obtaining their customer data from By sending information to people’s Facebook profiles, Beacon provided very . Beacon was shut down after a group of Facebook users began

. . . .

. 5

3


Listen to the second part of the interview. For questions 6−8, choose the correct answer (A, B or C). You will hear the recording twice. 6 What claim does Professor Newton make about the number of security breaches? A The number has been greatly exaggerated. B There have been more than people realise. C The number of cases has gradually fallen. 7 According to Professor Newton, what is the main cause of security breaches? A badly designed systems B computer hackers C careless employees 8 Why is Professor Newton not in favour of forcing companies to report security breaches? A People would worry too much about unimportant cases. B It would be difficult to enforce a law about it. C It might lead to data being sold on the black market.

UNITS 17–20

PHOTOCOPIABLE



1

Reading Read the article about outsourcing and complete questions 1−8.

THE FUTURE OF OUTSOURCING i The process of outsourcing company operations to overseas providers has all too often been seen as a simple measure to reduce staff costs. (0) B . It is also true that outsourcing deals are increasingly accompanied by layoffs. ii However, many experts would argue that companies who see outsourcing only as a way . After all, the of lowering costs are missing the more important advantages. (1) differences between pay in different countries will become smaller over time. The real advantages are to do with productive use of employees’ hours. If the more routine tasks in a company are outsourced, then this frees up employees to spend more time on other . Likewise, engineers can spend more time on developing new ideas. activities. (2) Outsourcing thus represents an opportunity to ensure a company remains at the cutting edge. iii Yet at the same time, outsourcing is no longer something which just happens to the . In fact, perhaps the whole idea of choosing routine tasks in a company. (3) particular tasks to outsource will soon seem out of date. With the growth of the Internet, . companies will soon be able to recruit teams of people from anywhere online. (4) Instead, they will work from any part of the world and communicate with their employer online. It will be a world of virtual companies where the only things that remain in-house will be decisions about strategy. iv Could this ever happen? We must imagine a situation where businesses will need to . It will compete for the best providers from a worldwide pool of talent. (5) certainly create a need for a new set of skills for dealing with the virtual workforce, as relationships between staff and management will be transformed.

5

In which paragraph does the author mention the following consequences of increased outsourcing? Write i, ii, iii or iv. You may use any paragraph more than once.

Example: the creation of the virtual company

PHOTOCOPIABLE


3


UNITS 17–20

6 increased opportunity for innovation 7 the need to update management training 8 staff redundancies

iii


For questions 1−5, choose the best sentence (A−G) to fill the gaps in the text. There is one sentence you will not need. A For example, sales staff will be able to focus more on detailed customer care. B The gap between wages in industrialised and developing countries is considerable. C Companies will be more likely to limit outsourcing to their own country. D The savings are only likely to be short term. E These employees will never come in contact with the company’s offices. F Manufacturing, customer service and other core activities are often outsourced as well. G Providers may respond to this global marketplace by becoming more specialised in what they offer.

2

Grammar For questions 1−12, complete the following text by putting a/an, the or nothing in each gap.

ASTROTURFING In 2010, (0) a social networking site for (1) book lovers started to lose some of site was criticised for its user unfriendly design. But then (3) its followers. (2) blogs, saying what (5) great number of comments started to appear on (4) best to be found on (7) Internet. site it was and claiming that it was one of (6) comments had been posted by (9) same user, who was However, all of (8) website company. employed by (10) This creation of artificial enthusiasm for something is known as ‘astroturfing’. (11) technique is becoming more common because it is so easy to carry out online nowadays. It is, however, considered highly unethical and many companies have introduced (12) code of practice to ban it. 12

For questions 13−16, underline the correct verb form in the sentences. If both are possible, underline both alternatives.

Example: ‘I never used to like / never liked studying economics when I was at school.’ 13 14 15 16

They carried out / used to carry out a staff survey last week but we still don’t know the results. When I was in charge of the budget, I monitored / used to monitor people’s expenses very carefully. Before our new manager took over, people often used to arrive / were often arriving late for meetings. I joined the company when I left school so I’ve been / I used to be here for five years. 4

For questions 17−20, put the sentences into reported speech, beginning with the words given.

He said that

he was waiting to hear the news about the budget

.

17 ‘I’ve finally decided to leave the company.’ Karen said that 18 ‘The new system will make it easier to track payments.’ James claimed that 19 ‘The invoices were not checked very carefully.’ Elaine complained that 20 ‘I can’t see any point in changing the payment system.’ The manager said that 4


Example: ‘I’m waiting to hear the news about the budget.’

UNITS 17–20

PHOTOCOPIABLE



3


Example: They pulled out of the deal at the last minute and left us

B

A thick and fast B high and dry C dead and gone D down and out

14


is the 1 Outsourcing our call centre to India could be a good idea but the main stumbling language problem. A step B brick C block D stone 2 We place a on our personal relationship with customers. A premium B prize C reward D bonus 3 Our publications are read by a very wide of people. A field B spectrum C area D sweep 4 With our new database, I have all the information I need at my . A fingertips B fingernails C fingerprints D finger-marks 5 I really dislike having to take the train into town at times. A high B top C point D peak 6 A number of interesting points have from the customer feedback. A aroused B risen C arisen D raised 7 After due consideration, we have decided to go with the project. A ahead B about C after D around 8 We hope that you, as a valued customer, will take of this great offer. A benefit B advantage C profit D gain 9 The majority of employees feel that their contribution is not valued. A wide B great C vast D broad 10 I know there have been a few problems but I think we should with our original plan. A fix B fasten C attach D stick 11 We believe that we are likely to remain the market leader for the future. A foreseeable B forecast C prophetic D predictable 12 Who is going to the news about the factory closure to the staff? A crack B split C break D smash 13 Our main objective is to profits and value for our shareholders. A germinate B engender C generalise D generate 14 We have built up a very strong client in the North East. A floor B root C rest D base

UNITS 17–20

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4

Writing You are the owner of a food manufacturing and distribution company. You see this advertisement.

DO YOU HAVE A PROBLEM KEEPING YOUR BOOKS UP TO DATE? Cyberbooks is an accounting service delivered over the internet. We carry out all your accounting and bookkeeping tasks so you can concentrate on growing your business. For further information please contact: [email protected] Write an email to Cyberbooks. In your email: • describe your company • ask about fees • enquire about security measures and back-up systems. Write 80−100 words in the box below.

10 Total

60


UNITS 17–20

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5

AUDIOSCRIPT Interviewer: I have with me Don Newton, professor of information technology at Carson Business College. Professor Newton, how is information technology influencing the way people run their businesses today? Professor Newton:

Well, it can be a very rich source of data, especially on customer behaviour. You could say it allows big corporations to have the same level of customer knowledge as someone who works in a local shop. With today’s technology you can build up very detailed customer profiles, which you can then use to inform decision making.

Professor Newton:

Interviewer: Well, this is something I wanted to get on to, Professor, because if companies are building up these massive databases full of all sorts of customer information, isn’t there a big problem with security? It isn’t just purchasing information that’s kept but all sorts of personal and financial details. Professor Newton:

Interviewer: So, you can really put together profiles of individual customers that are as detailed as that? Professor Newton:

If you have the money to invest in the data collection and processing, yes. Of course, it’s simplest for online retailers like Amazon. It’s easy for them to follow customers’ purchase habits and track how they browse the Internet.

Professor Newton:

From all kinds of sources, loyalty cards, coupons … and more and more companies are using social media as a source of data. There are tools you can use to comb through the Internet looking for references to your company on sites like Twitter.

Interviewer: Am I alone in thinking that this is just a bit creepy? I don’t think I want any casual comment I might make to be fed into a database like that. Professor Newton:

Interviewer: What happened to it?

PHOTOCOPIABLE


Interviewer: So, what can we do to prevent data loss? Professor Newton:

The main thing is that companies need to be really rigorous about training and updating their staff on security procedures. Yes, there are inevitably holes in some systems, and hackers, but most of these data breaches are caused by members of staff being just too relaxed about security.

Interviewer: Do we need further laws about this? Maybe a law to say that all security breaches must be announced? Professor Newton:

We could pass a law to say that all businesses must publicly report any loss of data. But the trouble is, many security breaches are not that serious. Things like purchasing habits aren’t really going to be in demand on the black market, and so we don’t want to panic people unnecessarily. Besides, of course, the damage has been done by then. The answer really has to lie in constant vigilance from all staff.

Interviewer: Professor Newton, thank you.


UNITS 17–20

You’re certainly not alone. There have been attempts to limit what companies can do. One well known example is the case of Beacon on Facebook. That was an advertising system that sent data from other websites to people’s profiles on Facebook, so you got very targeted advertising.

That’s right. We’ve all heard stories about data being lost or falling into the wrong hands. And cases like that are actually more prevalent than people think, because there are a lot that we don’t hear about. It’s no exaggeration to say that it’s one of the most serious threats that customers face today.


Interviewer: I can see that. But what about other companies? Where do they get their information?

It was very unpopular just because people thought it was a breach of privacy. It was closed down after a group started legal proceedings against it.

1

ANSWER KEY Listening 1 2 3 4 5

Vocabulary

decision making online retailers social media targeted advertising legal proceedings

6 B 7 C 8 A

Reading 1 D 2 A 3 F 4 E 5 G

1 C 2 A 3 B 4 A 5 D 6 C 7 A 8 B 9 C 10 D 11 A 12 C 13 D 14 D


6 ii 7 iv 8 i

Grammar 1 [no article] 2 The 3 a 4 [no article] 5 a 6 the 7 the 8 the 9 the 10 the 11 The 12 a

I look forward to hearing from you. Yours sincerely

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UNITS 17–20

13 carried out 14 monitored/used to monitor 15 often used to arrive 16 I’ve been 17 she had finally decided to leave the company. 18 the new system would make it easier to track payments. 19 the invoices had not been checked very carefully. 20 he/she couldn’t see any point in changing the payment system.


We are a food manufacturing and distribution company based in the North of England. We currently employ 15 full time members of staff. We would be interested in using your online accounting service. Please could you send me some information about your monthly rates and details of exactly what services you provide. I would also like to enquire what security systems you employ and if there is a back up in case of loss of data.


2

Progress Test 6

Units 21–24

Name

UPPER-INTERMEDIATE

Class

Date

Listening You will hear five people giving advice about promoting customer loyalty. For questions 1−4, decide which piece of advice each speaker gives. Write one letter (A−F). There is one letter you will not need. You will hear the recording twice.

Example: Speaker 0:

C

A B C D E F

Make sure that customers are only contacted with information that is relevant to them. Ban certain phrases when dealing directly with customers. Make people feel that they are members of a special group. Keep the customer’s point of view in mind when you write promotional literature. Make sure all existing customers are informed of any new products or services. Spend time finding a suitable person for client facing roles.

1 2 3

Speaker 1 Speaker 2 Speaker 3

4

Speaker 4

4

For questions 5−8, listen to Speaker 5 and complete the sentences. Write one to three words in each gap. You will hear the recording twice.

4


sales staff Many companies spend a great deal of time on training their (0) . to interact However, they spend relatively little on training their (5) well with customers. This is probably a mistake because staff in this area often have more contact with customers in the long term and can increase the number of . It is also important to try to achieve a high rate of (6) among these employees because customers often value the (7) they have with them. (8)

UNITS 21–24

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1

Reading Read the article about customer expectations and complete questions 1−7.

MIND THE GAP: MANAGING CUSTOMER EXPECTATIONS A The cause of most customer complaints can be seen as a mismatch between what they were expecting and what they in fact received. Phrases such as ‘I am disappointed’ or ‘I did not expect’ abound in official letters of complaint. This means that much of a company’s promotional activity needs to involve the management of customers’ expectations. B Logically, it can therefore be a good idea to discourage customers from expecting too much. Certain companies do manage to operate in this way; budget airlines are a clear example. Their ‘no frills’ label means that customers’ expectations are reduced in return for cheap fares. However, there are relatively few businesses which can use low prices like this. Most businesses need to emphasise the merits of their product to attract customers, which must lead to raised expectations. C Mismatches can also exist within a company between the standards set by management for dealing with customers and what customers actually receive from staff. In this case, it is often due to poor training or inappropriate technology. The whole issue has been investigated by Parasuraman et al, who identify a total of four possible gaps between expectations and reality, and the causes of each one. D Another issue is that customers’ expectations are not only created by the company in question. People have a natural tendency to make comparisons and feel aggrieved if others have obtained more for their money. This means that when new products enter the market, they set a new benchmark for customer expectations. One example of this occurred in the 1990s when an internet café began to receive complaints that their smoothie drinks were smaller than they used to be. In fact, the size had not changed; rather, a number of rival juice bars had sprung up whose drinks were bigger.


E Websites where customers can investigate rival products within a few moments have undoubtedly assisted this process. Indeed, there are criteria for which customer expectations are higher now than they have ever been before, such as speed of service. This is largely caused by the instantaneous nature of today’s means of communication such as email. Any company which tries to dampen down these increased expectations will have to offer a very substantial payoff indeed. For questions 1−7, decide in which section of the article you find the following pieces of information. Write A, B, C, D or E. You may use any letter more than once.

Example: Why customers expect a faster service than in the past.

E

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7


UNITS 21–24

1 An example of how increased competition led to a change in customer expectations. 2 How research has analysed the causes of customer disappointment. 3 Possible reasons why service delivery may not conform to management requirements. 4 How certain companies make a policy of keeping customer expectations low. 5 Why human psychology can encourage feelings of disappointment. 6 How the development of the Internet has driven up customer expectations. 7 How the language of formal business communications can reflect the underlying cause of customer complaints.

2

Grammar For questions 1−5, complete the sentences with a relative pronoun from the box. There is one word you will not need. which that who whose what when where

Example: This is the factory

where

all the strikes took place.

complain. 1 We need to decide on how we should deal with customers 2 Are you the customer order was sent to the wrong place? 3 makes me angry is the complete failure to communicate with customers. 4 The funds in we invested last year have not performed very well. 5 All manufacturing took place here until 2009, we decided to outsource some of the work. 5

For questions 6−16, complete the second sentence so that it has a similar meaning to the first sentence using the word given. Write between three and six words.

Example: Many customers complained because the orders arrived late. MEANT The late arrival of the orders

meant that many customers complained

6 There were transport problems, so the deliveries were held up. DUE The deliveries were held up 7 The system crashed because of the new technology. CAUSED The new technology

.

.

.

.

9 We lost customers because we didn’t deliver the goods on time. LED Our failure to deliver the goods on time

.

10 Factories closed because of the nationwide fall in demand. RESULTED The nationwide fall in demand 11 Many products fail because of tough competition. REASON Tough competition is

.

.

.

13 Few customers placed orders because of the high prices. CONSEQUENCE As , few customers placed orders. 14 It is useless to set deadlines that no one can meet. USE It’s deadlines that no one can meet. PHOTOCOPIABLE



UNITS 21–24

12 He was ill so he had to miss the training session. RESULT He had to miss the training session


8 There was heavy snow in December so the building project was suspended. OWING The building project was suspended in December

3

15 Complaining about the new system won’t help. POINT There’s

about the new system.

16 The company is losing money so it’s a waste of time asking for a rise. GOOD It’s for a rise when the company is losing money. 11


Example: We need to stay on friendly

B

with our suppliers even though they can be difficult. A lines B terms C signs D levels

12

For questions 13−19, complete the sentences by changing the word in capitals to a suitable form to fill the gap.

Example: We have wasted a lot of

valuable

time trying to sort out this order. VALUE

PHOTOCOPIABLE



UNITS 21–24

advantage. COMPETE 13 Good relationships with your customers are your most important 14 The most successful companies employees to make their own decisions instead of having set procedures. POWER 15 Just one customer can do a lot of damage to your reputation. SATISFY 16 I would like to point out some examples of good practice and that we have found in our different centres. PROFESSION 17 I agree that their products seem very good but we don’t know anything about their . RELY 18 The security and of your data is our number one priority. CONFIDENCE 7 19 If you have any queries, please do not hesitate to contact me . PERSON


about how long we’ll really need to supply these parts. 1 I think we need to be A upwards B upright C upfront D upset 2 We need a good written from our clients so that we are clear about the objectives. A mission B brief C agenda D direction 3 The rule about selling is to understand when to listen to your customer. A shining B precious C golden D crystal 4 Small talk is very important in order to rapport with your customers. A build B form C set D raise 5 It is important that our call centre staff the right image of our company. A propose B project C proceed D profess 6 As a client of Boxdrop Ltd, you will be interested in our new delivery service. A long-standing B long-lasting C long-term D long-running 7 Despite the change of location, we aim to offer the same of service to clients. A level B amount C quantity D rank 8 I’ll try to work on this at the weekend but I’ve got a lot on my at the moment. A dish B table C tray D plate 9 Perhaps, in , we shouldn’t have tried to do so much in such a short time. A reflection B retrospect C revelation D remembrance 10 The language means that our advertising only reaches part of the population. A frontier B block C obstruction D barrier 11 The seminar will speakers from two of our top business schools. A feature B star C present D reveal 12 The aim of our magazine is to keep readers of changes in technology. A afoot B afresh C abreast D aside

4

Writing You are a company training manager. You recently sent two of your staff on a customer care course. However, they were not satisfied with the experience. Read the advertisement and the notes which are based on the feedback you received from your staff. Then complete the letter of complaint below by writing the two main paragraphs. Write 80−100 words.

CUSTOMER CARE TRAINING This practical course provides an overview of the professional skills needed by staff who deal with customers both face-to-face and on the telephone. The course will include role-plays where you can put your new skills into practice and group discussion. Course dates: 14 May, 19 July, 24 September Time: 9:30- 14:30 Location: Thirkhill Room at Southbank University Email Roger Gillett on [email protected]

Notes: trainer changed at the last minute, arrived 30 minutes late. nothing about telephone skills − important for our staff! enjoyed the role-plays but very little discussion time

Dear Mr Gillett, I am writing to express my disappointment with the customer care course that two of our employees attended on 14 May. UPPER-INTERMEDIATE PROGRESS TEST 6

I hope you will give due consideration to these comments and look forward to hearing from you. Yours sincerely, Erika Bowman

PHOTOCOPIABLE


60


UNITS 21–24

10 Total

5

AUDIOSCRIPT Speaker 0 (Example): I think one of the best ways to build customer loyalty is to give customers the opportunity to get together at a party or maybe an annual meeting. That way, they feel that they belong to this exclusive club of people who use your product or services. There’s no better way to create an emotional attachment than that. Speaker 1:

Most companies say that they put the customer first but if you read their advertising or their webpage, it doesn’t always sound like it. So, I think you need to put yourself in your customers’ shoes and ask yourself how you would feel if you read that. It honestly sounds sometimes as if the company are more interested in themselves than in prospective customers. One good test is to see how often the company says ‘we’ and then rephrase it so it contains the word ‘you’.

Speaker 3:

Of course, you have to be polite to customers if you want to keep them, but so often I think that people on customer help lines are just taught too much. I mean, if someone rings up with a complaint, for example, it almost sounds as if they’re reading from a script, whereas what customers want is to feel that they’re getting a personal response. So, I would turn it the other way round and ask ‘What should we not say to customers?’ That leaves the staff free to respond personally, but it’s still controlled because they know there are some things that they can’t say.

PHOTOCOPIABLE


Speaker 5:

Most businesses spend a lot of time making sure that their sales staff deal with customers in the right way, making sure that they have all the right knowledge and that what they say fits the brand. But many of them don’t pay nearly as much attention to how their support staff deal with customers after the purchase has been made. I think that’s a mistake because these people will often have more contact with customers after the sale, and if customers are impressed with the customer support, then you’re likely to get more repeat orders. If the customer needs help more than once, it’s best if they see the same person, so you need to aim for a high level of retention among staff in this area as well. Before the purchase, the customer feels in charge, but if they need a technician, they want help and reassurance fast. That’s when they’ll really appreciate a personal relationship with your member of staff.

UNITS 21–24

People often say that the key to promoting customer loyalty is to keep in contact and make sure you inform people of any new products or special offers. The problem with that is that these days people are bombarded with junk mail or cold calls from so many companies, and often they have nothing to do with that person’s needs. Receiving piles of mail like this often puts people off using a company again. So, I would say don’t send out mass communications to everyone but just target those customers who you know are likely to be interested. Of course, that means you have to know your customers very well.

The most important thing is to have the right people dealing with the customers. This isn’t as easy as you might think because not everyone has the ability to make the customer feel valued and to remain calm and polite under pressure. So, I would say don’t rush your recruitment. If there’s a front line post that needs filling, don’t just put anyone there, thinking that it’s at least better to have someone than to keep customers waiting. If that person isn’t right for that job, then it isn’t better.


Speaker 2:

Speaker 4:


1


Vocabulary

1 D 2 A 3 B 4 F 5 support staff 6 repeat orders 7 retention 8 (personal) relationship

Reading 1 D 2 C 3 C 4 B 5 D 6 E 7 A

1 C 2 B 3 C 4 A 5 B 6 A 7 A 8 D 9 B 10 D 11 A 12 13 14 15 16 17 18 19

Grammar 1 who/that 2 whose 3 What 4 which 5 when

C competitive empower dissatisfied professionalism reliability confidentiality personally


Our trainees were also dissatisfied with the course content. It was advertised as including telephone skills, a high priority for our staff, but apparently these were not covered at all. Trainees found the role plays useful but there was very little time given to group discussion. This is also mentioned in your publicity as a key part of your methodology.


6 due to transport problems. 7 caused the system to crash. 8 owing to (the) heavy snow. 9 led to us losing customers. 10 resulted in factories closing / resulted in the closure of factories / resulted in factories being closed. 11 the reason why many products fail. 12 as a result of illness / as a result of being ill. 13 a consequence of the high prices 14 no use setting 15 no point (in) complaining 16 no good asking

Firstly, the trainer, who was not the same one who was mentioned in the course details, arrived thirty minutes late. No message was sent, and as a result, trainees were left waiting and wondering if anyone would arrive.

UNITS 21–24

PHOTOCOPIABLE



2

Mid-Course Test

Units 1–12

Name

UPPER-INTERMEDIATE

Class

Date

Listening You will hear an interview with Craig Miller, a retail analyst, in which he talks about the failure of Hamilton’s, a retail company. For questions 1−7, choose the correct answer (A, B or C). You will hear the recording twice.

Example:

B Hamilton’s was most famous for A garden tools. B children’s clothes. C toys and games.

1

2

3

5

6

7


7


UNITS 1–12

PHOTOCOPIABLE

UPPER-INTERMEDIATE MID-COURSE TEST

4

According to Craig Miller, Hamilton’s finally went into administration because of A poor quality stock. B rising costs of overheads. C competition from larger stores. Hamilton’s failed to break into the electrical goods market because A staff were inadequately trained. B not enough was spent on advertising. C they ignored the latest product developments. Hamilton’s managed to postpone their final failure by A closing the most unprofitable outlets. B not paying rent on their premises. C obtaining a government loan. Kingway’s offer to buy Hamilton’s was unsuccessful because A it was not approved by the board. B shareholders voted against it. C Hamilton’s bank rejected it. The final offer to buy Hamilton’s came from A a former CEO. B an entrepreneur. C another high street retailer. What will happen to Hamilton’s employees? A They will immediately be made redundant. B They will continue to be employed for a short time. C Their pension fund will be reduced. What will happen to the Birmingham branch of Hamilton’s? A It will be taken over by a department store. B It will be converted into a museum. C It will be run by former employees.

1

Reading Read the article about the use of music in retailing and complete questions 1−6.

CAN THE RIGHT MUSIC HELP RETAIL? Retailers have known for a long time that music can affect consumers’ behaviour but exactly how this works is difficult to determine. The area of the brain which processes music has been identified as the cerebellum, which also deals with emotions. (0) B . One obvious fact is that different kinds of music attract different age groups. (1) . One solution is to play cover versions of old songs sung by new performers. If this is not . Older possible, then it may be worth tailoring the music to the older age group. (2) people, by contrast, tend to want more of what they are used to. The choice of music must also reflect a store’s desired image. Classical music suggests that a store offers high quality products associated with a sophisticated lifestyle. Jazz is associated . Pop creates a more down-market with products that are unique or unusual. (3) image associated with bargain prices. Sometimes more direct connections can be made, for . Supermarkets which stock ethnic food are example, with a product’s origins. (4) now starting to use the same technique. One factor which seems to affect all customers is the speed and volume of the music. Loud music with a fast rhythm causes customers to move through the shop quickly whereas quieter music with a slow tempo encourages them to linger. However, there is little evidence to suggest that they consequently make more purchases or that this affects their choice of goods. Exposure to slow music also seems to make them less aware of the passing of time or underestimate the time spent. Playing fast music could therefore be a useful technique for businesses which want to encourage a quick flow of people, such as restaurants which rely on a fast customer turnover. For questions 1−4, choose the best sentence (A−F) to fill the gaps in the text. There is one sentence you will not need.

Example: 0

Restaurants of course typically play music from the same country as the food they serve. Unfortunately it remains one of the least understood parts of the human brain. This is because younger people are apparently more tolerant of unfamiliar music. This can be a problem if a store is targeting customers of multiple ages. These customers are more likely to leave the store if they dislike the music. It is a good type of music to play if you are selling novelty goods which are not generally available. 4

PHOTOCOPIABLE



UNITS 1–12

For questions 5 and 6, choose the two correct alternatives. According to the article, which two of the following are likely to be the effects of playing soft, slow music to customers? A Customers will buy more expensive products. B Customers will spend more time in the store. C Customers will buy more items. D Customers will think they spent less time in the store than they really did. 2 E Customers will think the time in the store passed slowly.


A B C D E F

B

2

Grammar Read the article below. In most lines, there is one extra word. For questions 1–12, find the extra word and write it next to the number on the right. If the line is correct, put a tick ().

THE CUSTOMER IS SOMETIMES WRONG The phrase ‘the customer is always right’ was first used by Henry Selfridge,

who has founded the famous London department store in 1909. Since then, it

has

has become a common phrase to use in customer service training. However,

1

many successful businessmen are disagree and believe that losing an unwanted 2 customer is far more better than losing a good employee. For example, Gordon

3

Bethune of Continental Airlines has a section in his memoirs is called ‘The

4

customer is not always right’. Although he was committed to providing a

5

high quality of customer service, but he believed that only happy and confident 6 staff would give it. When, despite of all his efforts, there were still problems

7

with flight delays, and customers became aggressive, he always supported his

8

employees. The truth is that phrases like ‘the customer is always right’ risk to

9

creating a situation where employees feel under threat from abusive customers. 10 This will lead to low morale and ultimately to poor customer service. Staff will 11 always do more for customers if they will believe that the management is on

12

their side. 12


In the following extract from a job interview, the words of the questions are in the wrong order. For questions 13 –15, rewrite each question with the words in the correct order.

Example: A: [have good journey a did here ?] Did you have a good journey here ? B: Yes thank you. The train was quite crowded but there were no delays. A: [been have you long job your how current doing?] 13 ? B: For just over three years. A: [you most about enjoy tell what it can me you ?] 14 ? B: I think it’s the contact with people and the fact that no day is ever the same. A: [why thinking tell of could leaving me are you you?] 15 ? B Well, I really feel I need a new challenge.

6

UNITS 1–12

PHOTOCOPIABLE



3

In the following sentences, one of the verbs is in the wrong form. For questions 16–20, underline the verb which is in the wrong form and write it correctly at the end.

Example: Running your own business involves to work hard seven days a week. 16 17 18 19 20

I’d look for premises in London if the rents aren’t so expensive. I look forward to hear from you at your earliest convenience. It’s no use to stock products that customers aren’t interested in buying. Please could you give me a call as soon as you’ll hear any news? It’s too early deciding whether the product will be a success or not.

working

5

Vocabulary For questions 1−9, use one word from box A and one word from box B to form compound nouns to complete the sentences. A selling public brand market niche profit credit venture govenment sales B facilities awareness share force product point relations capital margin grant

Example: Sales are falling and the company’s

market share

is down to less than 20 per cent.

.

9


. 1 Payment is made when the goods are ordered and we do not normally offer 2 The aim of the advertising campaign is to increase in a relatively new market. 3 After the bank refused him a loan, he applied for a to help him start up. 4 The big of all of our products is that they are simple to operate. 5 As a general rule, they add a ten per cent or ‘mark-up’ to the average cost. 6 The company’s success is partly explained by its experienced and highly trained 7 The CEO’s comments about the unions were a disaster for . 8 This furniture is intended for the mass market here but is also exported to Japan as a . 9 Despite the recession, a number of new companies have gained the backing of firms.

UNITS 1–12

PHOTOCOPIABLE



4

For questions 10−14, complete the following sentences using one of the idioms in the box. become a high flyer throw you in at the deep end come up through the ranks get it off the ground pull the wool over your eyes give you the edge

Example: Most of what he says about his previous achievements is not true, so don’t let him

pull the wool over your eyes

.

over the competition is your 10 The thing that will really personal after-sales service. 11 The best way to is not to join someone else’s company but to start up something you feel really passionate about. 12 I firmly believe that a company should give you a proper induction and training and not just . 13 Unless you choose the right people to work on this project, you won’t be able to . 14 Most of our sales managers are long standing members of staff who have 5 .

Writing You have noticed some unfavourable comments about some of your company’s products on a blog. Write an email to your head of department. In your email: • say where you found the comments • give details about what they say • suggest that the company should answer them. Write 80−100 words in the box below.

60


10 Total

UNITS 1–12

PHOTOCOPIABLE



5

AUDIOSCRIPT Interviewer: So it’s official. This is the end for Hamilton’s, the high street store, which sold everything from garden equipment to children’s toys and which was once famous for its range of children’s clothing. The chain is going into administration, and here we have retail analyst, Craig Miller, to talk about why it ended like this. Craig:

Well, I think there’s general agreement that it just didn’t keep up with the times. It was never really a high quality retailer. Its image was of somewhere you could buy stuff that was cheap but reliable. Unfortunately, this is the age of the big department store which can always sell the same stuff a bit more cheaply. They have the money to buy massive premises as well. Hamilton’s just couldn’t compete on price or variety of stock.

Interviewer: But was there anything they could have done to change their image, perhaps offer something different? Craig:

Craig:

Hello.

Interviewer: So Craig, where did it all go so wrong for Hamilton’s? Craig:

Interviewer: And were there no buyers who were interested in taking over the chain?

Interviewer: But, I mean no one has come forward to try to save Hamilton’s now? Craig:

Interviewer: So, what’s going to happen now? I guess everyone is thinking about their employees. Craig:

Craig:

Interviewer: What business? Craig:


Well, from what I’ve heard, they plan to make it look very much like Hamilton’s! Whether that’s wise I don’t know. It could be a bit of a museum piece.

Interviewer: Craig, thank you for talking to us today. Craig:

PHOTOCOPIABLE

They’ll be sold off or rented out. I don’t think department stores will be interested in many of them because they’re largely in the centre of town where there’s no parking space. One interesting case though is the Birmingham branch where the employees have decided to club together and rent it out for their own business.

UNITS 1–12

I think they managed to delay it as long as they could. They closed the stores that were making the biggest losses which gave them some time to focus on the others. But the thing is, they don’t own all their stores. Quite a few are rented. Some stores requested a rent free period but I don’t think this was ever granted and there was even talk of a government loan, but that came to nothing as well.

Well yes, eventually there will be a large number of redundancies. The plan is to keep stores open at the moment to sell off the remaining stock, but that will only last three or four months. The only good news is that they’ve guaranteed that pension funds will be unaffected.

Interviewer: And what will happen to the buildings?

Interviewer: And was there anything else they could do to save themselves? Craig:

There was interest from a few individuals. There were rumours about Frank Walshe, their former CEO, but he denied he’d ever thought seriously about it. Then, at the last minute, a bid came from Alex Petrekova, the entrepreneur who’s saved two or three high street retailers, but no deal was done.

UPPER-INTERMEDIATE MID-COURSE TEST KEY

There were attempts to do this. Two or three years ago, for example, they tried to move into the electrical goods market but it was never very well thought out. For that market, you need staff who really know the products in detail, keep up with all the latest developments and can advise customers but they didn’t invest in this. They seemed to throw all their money at their advertising campaign instead, but it didn’t solve the problem.

Well, two or three years ago, there were offers from a number of buyers, like Kingway, the clothing chain. That was rejected by the board even though one of their biggest shareholders stated publicly he was in favour. Then the following year, their own bankers rejected a takeover bid from Majors, the toy store.

Thank you.


1


Vocabulary

1 C 2 A 3 A 4 A 5 B 6 B 7 C

1 2 3 4 5 6 7 8 9

Reading 1 D 2 C 3 F 4 A 5 B and D (in either order) 6

Grammar

10 11 12 13 14

credit facilities brand awareness government grant selling point profit margin sales force public relations niche product venture capital give you the edge become a high flyer throw you in at the deep end get it off the ground come up through the ranks

Writing: sample answer Dear Andrew I was browsing on the web last night and came across the blog ‘Foodies’. This is a blog written by a food critic and the most recent entry contains a number of unfavourable comments about our new range of ready meals. Basically, it says they are unhealthy and compares them unfavourably to other brands. I think we need to go to the blog and post some answers there as soon as possible. I’ll be happy to do it if you like but it might be better if the answer came from you.

13 How long have you been doing your current job? 14 Can you tell me what you most enjoy about it? 15 Could you tell me why you are thinking of leaving?

Regards Katie

PHOTOCOPIABLE


UNITS 1–12

16 I’d look for premises in London if the rents weren’t so expensive. 17 I look forward to hearing from you at your earliest convenience. 18 It’s no use stocking products that customers aren’t interested in buying. 19 Please could you give me a call as soon as you’ve heard any news? 20 It’s too early to decide whether the product will be a success or not.

UPPER-INTERMEDIATE MID-COURSE TEST KEY

1 2 are 3 more 4 is 5 6 but 7 of 8 9 to 10 11 12 will


2

Cambridge English Business Benchmark Progress Tests Upperint

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